RockShox, a company owned by SRAM (based in Chicago) asked us to position the brand and develop their new products catalog for the 2007 model year of front and rear shocks. Our first task was to develope a tag line to be used across the board on their advertising campaign (which we also did), as well as all collateral materials. "The Earth Is Not Flat" led us to visually materialize the catalog "footprint" to represent not only the concept of the tagline, but also the product benefit of their "first to market" bike shocks.